Glossary of cmun 250 chapter 10
Created by mrussell6
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- media planning
- the series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service.
- media objectives
- the specific goals an advertiser has for the media portion of the advertising program.
- media strategies
- plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated and how advertisements will be scheduled.
- the general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, and outdoor.
- media vehicle
- the specific program, publication or promotional piece used to carry an advertising message.
- the number of different audience members exposed at least once to a media vehicle in a given period.
- a measure of the potential audience that might receive an advertising message through a media vehicle
- the number of times a target audience is exposed to a media vehicle in a specified period.
- sweeps period
- the times of year in which television audience measures are taken (february, may, july and november)
- index numbers
- a ratio used to describe the potential of a market. divide percentage of users in a market segment by percentage of population and multiply by 100.
(% users/% pop) x 100
- survey of buying power index
- an index that provides information regarding population, effective buying income, and total retail sales in an area.
- brand development index (bdi)
- (% of brands total sales in market/ % of total population) x 100
- category development index (cdi)
- ( % of product categorys total sales in a market/ % total population) x 100
- waste coverage
- a situation where the coverage of the media exceeds the target audience.
- a media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign.
- a media scheduling pattern in which periods of advertising are alternated with periods of no advertising.
- a media scheduling method that combines flighting and continuous scheduling
- unduplicated reach
- the number of persons reached once with a media exposure
- duplicated reach
- the number of persons reached by more than one show of media exposure
- program rating
- the percentage of TV households in an area that are tuned to a program during a specific time period.
- gross ratings points (gpr)
- a measure that represents the total delivery or weight of a media schedule during a specified time period. (reach of media schdule x average frequency)
- target ratings points (trp)
- the number of persons in the primary target audience that the media buy will reach and the number of times it will reach.
- effective reach
- a measure of the percentage of a media vehicles audience reached at each effective frequency increment.
- average frequency
- the number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period.
- absolute cost
- the actual total cost of placing an ad in a particular media vehicle.
- relative cost
- the relationship between the price paid for adverting time or space and the size of the audience delivered. it is used to compare the prices of various media vehicles.
- cost per thousand (cpm)
- a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message.
- cost per ratings point (cprp)
- a computation used by media buyers to compare the cost efficiency of broadcast programs that divides the cost of commercial time on a program by the audience rating.
- daily inch rate
- a cost figure used in periodicals based on an advertisement place one inch deep and one column wide.
- target CPM
- a relative cost comparison that calculates CPMs based on the target audience as opposed to the overall audience.
- readers per copy
- a cost comparison figure used for magazines that estimates the audience size based on pass-along readership.
- pass- along rate
- an estimate of the number of readers of a magazine in addition to the original subscriber or purchaser.
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